Ram Truck Brand Reaches 'Farmer' Video Viewing Goal in Less Than One Week; $1 Million Donation Going to National FFA

Ram Truck Brand Reaches 'Farmer' Video Viewing Goal in Less Than One Week; $1
             Million Donation Going to National FFA Organization

PR Newswire

AUBURN HILLS, Mich., Feb. 14, 2013

AUBURN HILLS, Mich., Feb. 14, 2013 /PRNewswire/ --

  oMore than 18 million views as of Feb. 14 of two-minute 'Farmer' video
    inspired by stirring 'So God Made a Farmer' tribute delivered decades ago
    by legendary radio broadcaster Paul Harvey and featuring all original
    photography
  oRam Truck to donate $1 million to National FFA Organization; takes less
    than one week to surpass viewing goals established to reach desired $1
    million donation amount
  oFunds raised go to FFA programs geared toward fighting hunger in
    communities across the country
  oRam Truck brand planning next phase of year-long 'The Year of the Farmer'
    initiative including book of photographs shining spotlight on the
    contributions of American farm families

The Ram Truck brand pledged to make a donation to the National FFA
Organization for every view of its two-minute "Farmer" Super Bowl video on the
brand's website, with the intent of generating $1 million.

It took less than a week to reach the 10 million view milestone equating to
the $1 million donation. As of Feb. 14, the "Farmer" video has been viewed
more than 18 million times at www.ramtrucks.com/keepplowingand
www.youtube.com/ramtrucksand millions of more times on other sites.

"The compelling images in the video of America's heartland mated with Harvey's
'So God Made a Farmer' words resonated with viewers nationwide," said Olivier
Francois, Chief Marketing Officer, Chrysler Group LLC. "We set out to create a
call-to-action to support farmers and to recognize their place as the
foundation of the American character and are gratified with the dialog the
video sparked."

"'Farmer' is about having America appreciate everything that farmers and farm
families do on a daily basis and captures the hard work, determination and
character of the farmer in all of us," said Fred Diaz, President and CEO – Ram
Truck Brand and Chrysler de Mexico. "We are so pleased and excited that this
has touched the hearts and souls of so many people in a positive way."

The video also launched the Ram Truck brand's 2013 "The Year of the Farmer"
campaign aimed at bringing national attention to the significance of the
American farmer. The brand enhances its long-standing partnership with the
National FFA Organization (formerly known as Future Farmers of America) with
this year-long, multi-tiered initiative. Together with agricultural equipment
manufacturer Case IH, Farms.com and other brand partners, Ram set out to raise
awareness and generate funds for FFA hunger relief efforts in local
communities across America.

"Ram scored a major win for American agriculture and our producers and
ranchers with its 'Farmer' Super Bowl commercial and has sharply elevated the
image of agriculture in the public's mind," said National FFA Organization CEO
Dr. Dwight Armstrong. "This highly successful partnership with Ram through the
National FFA Foundation has generated $1 million of new support for FFA that
will be utilized to drive our 'Feeding the World-Starting at Home' initiative
and other programs that will benefit our nearly 560,000 FFA members in the
U.S., Puerto Rico and the Virgin Islands."

The "Farmer" video was inspired by the stirring "So God Made a Farmer" tribute
delivered by legendary radio broadcaster Paul Harvey and used as a national
anthem in grassroots videos created by farm families. To honor American
farmers, the Ram Truck brand set out to create even greater awareness, support
and appreciation for farming families, communities and providers. The brand
commissioned 10 noted photographers to document American farm life, yielding a
beautiful and comprehensive catalog of farming images. Many of these artful
and compelling still images provide the visual mosaic for the video; Harvey's
passionate oration provides the narration.

The photographers shot images throughout the United States over the course of
25 days with 35 still photographs used in the video. Many more of the
commissioned images will appear in a book the Ram Truck brand plans to publish
later this year, creating a beautiful and comprehensive collection of original
agriculture, farming and family farm photography. The book will provide a
broad view of the agricultural community and lifestyle. Ram will contribute a
portion of book proceeds to agriculture and hunger related efforts across the
country.

Additional details and timing for the book are still being finalized.

About Ram Truck Brand
The Ram Truck brand continues to establish its own identity and clearly define
its customer since its launch as a standalone vehicle brand. Creating a
distinct brand for Ram trucks has allowed the brand to concentrate on how core
customers use their trucks and what new features they'd like to see. Whether
focusing on a family that uses its half-ton truck day in and day out, a
hard-working Ram Heavy Duty owner or a business that depends on its commercial
vehicles every day, Ram has the truck market covered.

The Ram Truck brand has the most innovative lineup of full-size trucks on the
market. Ram Truck has emerged as a full-size truck leader by investing
substantially in new products, infusing them with great looks, refined
interiors, durable engines and features that further enhance their
capabilities. Truck customers, from half-ton to commercial, have a demanding
range of needs and require their vehicles to provide high levels of
capability. Ram trucks are designed to deliver a total package.

About Case IH
Case IH is a global leader in agricultural equipment, committed to
collaborating with its customers to develop the most powerful, productive,
reliable equipment – designed to meet today's agricultural challenges.
Challenges like feeding an expanding global population on less land, meeting
ever-changing government regulations and managing input costs. With
headquarters in the United States, Case IH has a network of dealers and
distributors that operates in over 160 countries. Case IH provides
agricultural equipment systems, flexible financial service offerings and parts
and service support for professional farmers and commercial operators through
a dedicated network of professional dealers and distributors. Productivity
enhancing products include tractors; combines and harvesters; hay and forage
equipment; tillage tools; planting and seeding systems; sprayers and
applicators; site-specific farming tools and utility vehicles. Case IH is a
brand of CNH (NYSE: CNH), a majority-owned subsidiary of Fiat Industrial
S.p.A. (FI.MI).

About The National FFA Organization
The National FFA Organization is a national youth organization of 557,318
student members as part of 7,498 local FFA chapters in all 50 states, Puerto
Rico and the Virgin Islands. The FFA mission is to make a positive difference
in the lives of students by developing their potential for premier leadership,
personal growth and career success through agricultural education. The
National FFA Organization operates under a federal charter granted by the 81st
United States Congress and it is an integral part of public instruction in
agriculture. The U.S. Department of Education provides leadership and helps
set direction for FFA as a service to state and local agricultural education
programs. For more, visit the National FFA Organization online at www.FFA.org,
on Facebook, Twitter and the official National FFA Organization blog.

SOURCE Chrysler Group LLC

Website: http://www.chryslergroupllc.com
Contact: Eileen Wunderlich, +1-248-512-0332 (office), +1-248-705-7962 (cell) ,
eileen.wunderlich@chrysler.com
 
Press spacebar to pause and continue. Press esc to stop.